You are a brand.

Are you the best reflection of ‘the true you’ you can be?

The saying “don’t judge a book by its cover” is a metaphorical phrase that means “you shouldn’t prejudge the worth or value of something by its outward appearance alone.”

But the truth is, all too often, we do.

As twins, Lorrie Lee and I have developed a heightened awareness of the importance of perception and reality. Being constantly mistaken for my sister and vice-versa can do that.

We share the distinct advantage of having a living mirror reflection of what we look like from outside ourselves. Like no one else, my twin sister can observe me and honestly say, “We look terrible in green.” Or “I’m not sure if you realize that when you said such and such, it actually came across like something else.”

From the firsthand experience of dealing with misperceptions and working hard to refine our individual identities, we’ve honed our ability to perceive distinct differences in other people, other companies and other brands.

In our line of work, at TwinEngine, a Certified B Corp we use this ability to help our clients learn to see themselves and their brands more objectively.

As we step into 2024, ask yourself:

Do I stand out as a brand and/or thought leader?

What strategic adjustments are necessary to ensure your business is aligned with them?

How will you take off in a brand new direction in 2024?

What course corrections do you need to make?